Our employees here at Models Direct really care about the environment and support brands, companies, agencies and models that act ethically and responsibly. We were therefore pleased to hear from Greenpeace that the world’s largest denim brand, Levi’s, have made a commitment to eliminate releases of all hazardous chemicals throughout its supply chains and products.

Levi’s is the eleventh brand to make this decision since Greenpeace launched its Detox campaign in 2011. Greenpeace’s Detox campaign demands fashion brands commit to zero discharge of all hazardous chemicals by 2020 and requires their suppliers to discloses all releases of toxic chemicals from their facilities to communities at the site of the water pollution.

“Now more than ever, we are seeing brands such as Levi’s listen to the groundswell of support for toxic-free fashion. It’s about time other brands such as Calvin Klein, Gap and Victoria’s Secret finally cotton on and end their toxic addiction. We’ll continue to expose brands until the use – and abuse – of hazardous substances is totally eliminated,” said Marietta Harjono, Toxics Campaigner at Greenpeace International.

Models Direct are delighted that Levi’s have made this decision, however were they just bowing down to global people power? Their commitment comes just eight days after Greenpeace launched its report “Toxic Threads: Under Wraps” in Mexico City on 5th December. Since then, over 210,000 people joined the campaign calling on Levi’s to Detox, with tens of thousands taking action on Facebook and Twitter, and over 700 people protesting and placing street outside Levi’s shop fronts in over 80 cities worldwide.

We hope they stick by their commitment and keep their promises to eliminate all PFCs by the end of 2015, and lead on the adoption of PFC-free alternatives and non-hazardous chemicals by 2015.